Ivan Karetnikov, Contextual advertising specialist
Objectives
- Expand the keyword list and increase traffic with a set CPC.
- Increase turnover with set ROI.
Tools used:
- Dynamic ads (Yandex.Direct)
- Yandex.Metrica
Period: June 2015 — current
Putting things in context
Online superstores with 10000+ products often create a large amount of identical ads for low-frequency keywords like product or model names. Such an approach is resource-heavy and prone to error.
Dynamic ads in Yandex.Direct help solve this problem by analyzing the content of each site and automatically generating a relevant ad for each individual product.
Step 1. Select categories for testing
Step 2. Set up campaigns
Targeting conditions
Excluding products out of stock
Searching for relevant pages
Reports from Yandex.Metrica can help find relevant pages for targeting by page title and URL:
- Standard → Content → Landing pages
- Standard → Content → Page titles
Targeting conditions
Once 220 Volt had selected the relevant categories, they began creating dynamic ads for them. This involved entering the site’s URL, writing a general text for all ads, and adding sitelinks.
The ad title, landing page URL, display links, and keywords are generated automatically. The principle for writing texts and selecting sitelinks is the same as always: they must correspond to the products advertised.
Targeting conditions for pages that were part of the promotion were set to “URL of list of offerings is equal to {http://www.220-volt.ru/share-79871463}”.
Selection rules
For power tools and PRAKTIKA brand products, 220 Volt created selection rules based on the pages’ titles and content to determine which pages to exclude when generating ads.
Example:
- Page title (<title>) contains the “PRAKTIKA” brand name.
- The content of the page does contain the phrase “Product currently out of stock.”
How dynamic ads appear on different screens
Step 3. Optimize
Search queries
When using dynamic ads, it is especially important to regularly track and correct the search queries that your ads appear for, and add irrelevant ones to your list of negative keywords.
The “Request reports” tool provides such information, which can then be exported into Excel.
These reports allow you to improve your CTR and analyze which keywords brought impressions but no clicks.
Negative keywords
Negative keywords can be taken from regular ad campaigns for use in dynamic campaigns.
During their campaigns, 220 Volt analyzed their reports and added negative keywords to their list.
Search queries
Using the “Direct — summary” report in Yandex.Metrica, it is possible to see which search queries brought users who then converted.
For example, the overall number of visits from dynamic ads came to 6640, and the average conversion rate to the cart for this ad was 2.7%.
The second method of optimizing dynamic campaigns involves bid adjustments for previous site visitors. To the right, you can see examples of 220 Volt’s bid adjustments. The size of the bid adjustments depends on the probability of the user completing an order — the higher the probability, the higher the coefficient.
Users who placed an order in the last 90 days have an extra +50% added to the bid.
Users who added products to their cart:
- 3 days ago: +50%
- 7 days ago: +40%
- 15 days ago: +30%
- 30 days ago: +20%
Step 4. Export effective keywords into regular campaigns
Search queries that proved their effectiveness were added into regular search campaigns.
220 Volt filtered all keywords that led to conversions out of the “Direct — summary” report and manually created regular campaigns for them.
Step 5. Repeat sequence in new cycle
Checking keywords’ effectiveness is a cyclical process. Each completed cycle brings the following results:
- Expanded reach as a result of automatically added keywords
- Efficient assessment of new keywords’ effectiveness
- Improved keyword lists in regular campaigns through addition of new keywords
Results
CPC
Conversions
Profitability
